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Home shopping giant LittlewoodsDirect.com is rolling out TV personalities Trinny and Susannah again as part of a huge £4m summer push that looks to consolidate its ‘home of the big brands’ proposition.
The £2bn turnover business, that has its HQ on Merseyside, launches the activity on 7 July across TV, print mediums and the internet, accompanied by an eight week sponsorship of Trinny and Susannah’s latest Undress the Nation show. The two fashion figures will thus be strengthening their association with a brand they first started representing last year. In the TV ads – which come in 40, 30 and 20 second formats – the retailer, aided by the terrible twosome, looks to push the style of its current ranges in tandem with the hassle-free nature of doing your shopping online. WCRS created the ads, which were shot in Brazil for a ‘tropical island’ feel, and also crafted the new strapline of ‘bringing style to your door.’  Stylish push from Littlewoods TV is supported by heavyweight press activity in titles such as Marie Claire, Red, Glamour and OK, with over £1m being set aside for the budget, while online spend also sees a significant investment of £700K. The push is part of what trading director David Inglis calls “a huge investment in developing our brand offer.” In total parent firm the Shop Direct Group has set aside £16m to consolidate its brand’s position in the marketplace and push more and more of its sales online. By the year 2011 the group is aiming to have educated its traditional catalogue audience so that 70% of customers complete their transactions online.
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